JetStar agencies on standby for review

HONG KONG The launch of JetStar's international service has sparked a total review of all the low-cost carrier's agency relationships in Asia.

Currently handled by a roster of agencies that includes Ogilvy RedCard, Carat and Ogilvy PR, JetStar Asia last week viewed presentations by M&C Saatchi, MindShare and Burson-Marsteller, along with media and PR incumbents. At stake is not only JetStar Asia's regional marketing communications business, but also the incoming component of JetStar International - which is set to fly from its home market of Australia to a range of global destinations, including Japan, Vietnam, Thailand and Hawaii. In Japan, it is further believed that Jetstar is also in talks with ADK and Dentsu about servicing the business in that market. Ogilvy RedCard handled JetStar Asia's launch campaign at the end of 2005. JetStar Asia head of marketing Debbie Woon did not respond to request for comment.
See Feature, page 20